The Zero Moment of Truth Study Consumer Electronics. Google/Shopper Sciences, U.S. April 2011

Transcription

1 The Zero Moment of Truth Study Consumer Electronics Google/Shopper Sciences, U.S. April 2011

2 Summary Personal technology products are a very considered purchase. Shoppers take several months or longer from when they decide to buy in the category to actual purchase. The average tech shopper uses more than 14 sources of information to arrive at their decision. Younger shoppers use over 21 sources. The vase majority nearly 9 in 10 shoppers engage in multiple ZMOT activities Search, comparison website, brand and retailer websites are key information sources for shoppers Men are more likely to engage in mobile behaviors than women tech shoppers. Women tech shoppers are more likely to engage in digital post purchase behavior (like sharing online) than men. 2

3 Objectives & Methodology How is consumer electronic purchasing changing in a digitally powered world? What role do new media like social & mobile in driving consumers to purchase consumer electronics? How effective are traditional ads at changing purchasing behavior? Online shopper surveys with interactive game-like construct Fielded in March 2011 in the US Adults who purchased a tech item in the past 2 months (Examples provided include: digital camera, mp3 players, laptops, etc) N=500 shoppers 3

4 Traditional 3-Step Mental Model of Marketing Stimulus First Moment of Truth At shelf In-store Second Moment of Truth Experience 4

5 The New Mental Model of Marketing Stimulus Pre-shopping In-store In-home First Moment of Truth At shelf In-store Second Moment of Truth Experience 5

6 We asked tech shoppers When? Purchase Timeline How far in advance do shoppers start thinking about their consumer electronic needs? What? Source Usage What traditional and new media sources did shoppers use to help them decide on their purchases? How? Influence How influential were each of the sources in the ultimate decision making? Why? Information-Seeking Why did shoppers consult the internet? What information where they looking for related to their purchase? 6

7 The vast majority of shoppers view Tech as a considered purchase More than half are taking a month or more to make their purchase decision and 1 in 5 are deciding within one to three weeks. Length of Purchase Cycle This timeline does not change when considering low cost or high cost tech products. 6% 5% 14% 17% 15% 4% 8% 9% 3% 6% 4% 1% 1% 1% 2% 3% 3% More than a year before 7-12 months before 4-6 months before 2-3 months before A month before 3 weeks before 2 weeks before A week before 4-6 days before 2-3 days before One day before 9-12 hours before 5-8 hours before 3-4 hours before 1-2 hours before Within the hour of my purchase A few moments before I purchased Q1 Again, for the rest of this survey we would like to focus on the [PIPE IN FROM QS5] you recently purchased. First, in TOTAL, how long were you thinking about buying this consumer electronics product before you actually PURCHASED it (them)? Base N=500 7

8 Tech shoppers used on average 14.8 sources of information to help them make their purchase decision 14.8 sources 30% average usage For any one source, on average 30% of shoppers used it. Q2 When you were considering purchasing [INSERT], what sources of information did you seek out to help with your decision? Base N=500 8

9 Seven ZMOT sources scored well above the average usage rate, rivaling FMOT in this category. Sources Used Above the 30% Average Usage Score Saw ads on newspaper Saw ads on tv Noticed ads while browsing online Read magazine articles Saw/tried the product at the house of friends/family Looked at magazine ad Read newspaper articles Received mail at home from a store Searched online with search engine Comparison shopped products online Sought information from a retailer website Talked with friends/family about the product Sought info from a manufacturer website Read reviews about the product online Read comments following an article online Looked at the product package in the store Talked with a salesperson in the store Tried / experienced the product in a store Looked at signage about the product in the store Read brochure about the product in the store 35% 35% 34% 34% 33% 32% 30% 30% 37% 44% 62% 61% 59% 54% 54% 53% 52% 62% 72% 70% Stimulus ZMOT FMOT Q2 When you were considering purchasing [INSERT], what sources of information did you seek out to help with your decision? Base N=500 9

10 ZMOT sources are the most widely used. 81% 92% 89% Stimulus ZMOT FMOT Q2 When you were considering purchasing [INSERT], what sources of information did you seek out to help with your decision? Base N=500 10

11 Most Influential Sources for Tech Shoppers Tried/experienced the product in a store Comparison shopped products online Talked with a salesperson in the store Looked at the product package in the store Talked with friends/family about the product Read reviews about the product online Sought information from a manufacturer website Read comments following an article online Looked at signage in the store Read brochure about the product in the store Searched online with search engine Saw an ad in a newspaper Sought information from a retailer website Saw ads on television Noticed ads while browsing online 27% 31% 35% 49% 47% 46% 44% 42% 40% 40% 58% 56% 55% 55% 75% 43% Average Below Average Net Influence Q5 We d like you to tell us how influential each of these sources of information was to you at the time. Please select a number from 1-10 for each of the sources below where 1 is least influential and 10 is most influential. You may select any number in between 1 and 10. Base N=500 11

12 Top reasons for tech shoppers to consult the internet Tactical internet behaviors Above average shown Checked availability of the item in the store 38% Looked for information on upcoming sales at the store Got information on a particular store (hours, parking, etc.) Found locations of the store Looked for online coupons that you can use in the store Saw what others who viewed the item actually purchased Read reviews on a particular store Looked at newspaper inserts / coupons online Bookmarked pages with information you want to save for future reference Called a store from phone number provided online 27% 24% 24% 22% 21% 20% 16% 15% 15% Q8 Below are some ways that other people say they use the Internet when researching a purchase decision. Which of the following things did you do during your recent [PIPE] purchase? Base N=500 12

13 Post Purchase Behavior (SMOT) Mentioned it to friends/family Mentioned it to a co-worker Wrote about it on a Facebook page 20% 32% 67% Shoppers are talking about this purchase with high levels of SMOT participation. 38% of shoppers are engaging a digital sharing Took a survey 15% Wrote a customer review on a website 10% Posted Tweets about it 7% Wrote about it in a blog 6% None of the above 21% Q7 After buying [INSERT], which of the following activities did you do to share your experience? Base N=500 13

14 Heat Maps The intersection of when, what, how and why

15 Searched online with search engine Fewest People Most People 72% Usage 88% Repeat Usage Source Content Degree of Influence 17% 28% 27% 37% 2 48% 1 59% More than a year before 7-12 mos before 4-6 mos before 2-3 mos before 1 month before 2-3 weeks before 1 week before Time From Purchase Base N= days 1-12 hours Within the hour Warranty Information How the Product Looks/Aesthetics Convenience of Purchase Brand Reputation Product Performance/Functionality Price/Special Offers 15

16 Looked at the product package in the store Fewest People Most People 70% Usage 15% Source Content Repeat Usage % Degree of Influence 20% 15% 44% 2 30% 1 22% More than a year before 7-12 mos before 4-6 mos before 2-3 mos before 1 month before 2-3 weeks before 1 week before Time From Purchase 1-6 days 1-12 hours Within the hour Warranty Information How the Product Looks/Aesthetics Convenience of Purchase Brand Reputation Product Performance/Functionality Base N=500 Price/Special Offers 16

17 Talked with friends & family about the product Fewest People Most People 59% Usage 31% Source Content Repeat Usage % Degree of Influence 15% 14% 40% 2 49% 1 18% More than a year before 7-12 mos before 4-6 mos before 2-3 mos before 1 month before 2-3 weeks before 1 week before Time From Purchase 1-6 days 1-12 hours Within the hour Warranty Information How the Product Looks/Aesthetics Convenience of Purchase Brand Reputation Product Performance/Functionality Base N=500 Price/Special Offers 17

18 Saw an ad in a newspaper/newspaper insert Fewest People Most People 35% Usage 29% Source Content Repeat Usage % Degree of Influence 19% 20% 23% 2 17% 1 44% More than a year before 7-12 mos before 4-6 mos before 2-3 mos before 1 month before 2-3 weeks before 1 week before Time From Purchase 1-6 days 1-12 hours Within the hour Warranty Information How the Product Looks/Aesthetics Convenience of Purchase Brand Reputation Product Performance/Functionality Base N=500 Price/Special Offers 18

19 Saw advertisements on television Fewest People Most People 35% Usage 37% Source Content Repeat Usage % Degree of Influence 14% 25% 35% 2 25% 1 22% More than a year before 7-12 mos before 4-6 mos before 2-3 mos before 1 month before 2-3 weeks before 1 week before Time From Purchase 1-6 days 1-12 hours Within the hour Warranty Information How the Product Looks/Aesthetics Convenience of Purchase Brand Reputation Product Performance/Functionality Base N=500 Price/Special Offers 19

20 Summary Personal technology products are a very considered purchase. Shoppers take several months or longer from when they decide to buy in the category to actual purchase. The average tech shopper uses more than 14 sources of information to arrive at their decision. Younger shoppers use over 21 sources. The vase majority nearly 9 in 10 shoppers engage in multiple ZMOT activities Search, comparison website, brand and retailer websites are key information sources for shoppers Men are more likely to engage in mobile behaviors than women tech shoppers. Women tech shoppers are more likely to engage in digital post purchase behavior (like sharing online) than men. 20

21 Appendix

22 Younger shoppers are much more engaged in all types of research but least likely to take something physically into store (n=214) (n=125) 50+ (n=161) Average # sources used Tactical Internet Behaviors LOCATION SHARING IN-STORE CALL TO ACTION MOBILE 58% 39% 47% 36% 36% LOCATION SHARING IN-STORE CALL TO ACTION MOBILE 50% 36% 59% 24% 16% LOCATION SHARING IN-STORE CALL TO ACTION MOBILE 42% 21% 55% 23% 5% Mental Model Breakdown 90% 98% 91% 84% 80% 92% 89% 79% 70% 85% 85% 72% Stimulus ZMOT FMOT SMOT Stimulus ZMOT FMOT SMOT Stimulus ZMOT FMOT SMOT 22

23 Definitions of Internet & Mobile Tactical Behaviors Took To Store Saved For Later Compared To Other Media Location Sharing/Social In-store Information Call To Action Mobile Printed out information to take to the store Looked for online coupons that you can use in the store Bookmarked pages with information you want to save for future reference Compared to information found in newspapers or magazines Compared to information found in the yellow pages Got maps / directions to the store Got information on a particular store (hours, parking, etc.) Read reviews on a particular store Found locations of the store Read my friend s reviews on a product or look at their likes / fan pages Saw what others who viewed the item actually purchased Sent a link to someone else for their input Recommended a site or product to my friends on a social networking site Checked availability of the item in the store Looked for information on upcoming sales at the store Set price alerts to be notified when the product reaches your desired price Added sale date information to your calendar Held or reserved an item in the store Called a store from phone number provided online Checked in to a location with your mobile phone Used mobile phone to find directions Used mobile phone to find the best prices Used search engine on my mobile phone Additional Media Looked up Rewards Programs / Points programs for special discounts / coupons / points Looked at newspaper inserts / coupons online 23

24 Males engage in more research, but do not feedback into the cycle as much as females will. Males are also more mobile engaged. MALES (n=179) FEMALES (n=321) Average # sources used Engages in Mobile Shopping Behaviors 26% 18% Mental Model Breakdown 85% 93% 86% 73% 78% 92% 90% 82% Stimulus ZMOT FMOT SMOT Stimulus ZMOT FMOT SMOT 24